The Rokeach Value Survey and Consumer Behavior: Theory, Method, and Research Guidelines

Royce Anderson, Baruch College, CUNY
David Brinberg, Baruch College, CUNY
ABSTRACT - The Rokeach Value Survey (RVS) has been the primary instrument for the measurement of values in Consumer Behavior. There are, however, theoretical and methodological difficulties involved with the application of the RVS to consumer research. This paper uses an historical perspective derived from the marketing literature and Rokeach's writings to examine these difficulties. The primary argument, in keeping with Rokeach's original development, is that research should emphasize the structure and function, rather than merely the content, o f value systems. Of particular concern is the question of the dimensionality of the value system. Specific methodological guidelines are provided to suggest directions for future research
[ to cite ]:
Royce Anderson and David Brinberg (1986) ,"The Rokeach Value Survey and Consumer Behavior: Theory, Method, and Research Guidelines", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 662.

Advances in Consumer Research Volume 13, 1986      Page 662

THE ROKEACH VALUE SURVEY AND CONSUMER BEHAVIOR: THEORY, METHOD, AND RESEARCH GUIDELINES

Royce Anderson, Baruch College, CUNY

David Brinberg, Baruch College, CUNY

ABSTRACT -

The Rokeach Value Survey (RVS) has been the primary instrument for the measurement of values in Consumer Behavior. There are, however, theoretical and methodological difficulties involved with the application of the RVS to consumer research. This paper uses an historical perspective derived from the marketing literature and Rokeach's writings to examine these difficulties. The primary argument, in keeping with Rokeach's original development, is that research should emphasize the structure and function, rather than merely the content, o f value systems. Of particular concern is the question of the dimensionality of the value system. Specific methodological guidelines are provided to suggest directions for future research

For further information, write to:

Royce Anderson / Marketing Department / Baruch College / 17 Lexington Avenue / New York, N.Y. 10010

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